The new campaign, created in collaboration with J. Walter Thompson Sydney, went live on March 6, comprising of two TVCs and one long-form video, this time drawing on the talents of Simone Giertz, a YouTube content creator known for building useless machines and has more than 900,000 subscribers.
“The campaign is a huge opportunity to showcase how Kellogg’s cereals can be enjoyed outside the traditional breakfast occasion,” said Tamara Howe, Kellogg’s ANZ marketing director. “By sharing fun and delicious snacking ideas with our foods we’re engaging with people who might not have considered using cereal in this way.”
Giertz flew in from her native San Francisco, to work alongside the J. Walter Thompson team and PR agency Liquid Ideas to develop a myriad of content for social, digital and broadcast media.
Simon Langley, executive creative director, J. Walter Thompson ANZ added: “Simone’s charming personality, and quirky sense of humour, combined with her highly entertaining snack machines are the perfect vehicle to help reframe cereal within the snacking space.”
Agency: J. Walter Thompson, Sydney
Executive Creative Director: Simon Langley
Creative Directors: Will Edwards, Chris Badger
Creatives: Will Edwards, Chris Badger, Anthony Campagna and Jari Kennedy
Senior Planner: Heather Morrison
Account Handling: CSD – Ana Lynch, SAD – Chris Wilson, AD – Jennie Esposito, AM – Ellie Sutton
Creative Production Director: Paul Friedman
Media Agency: Mindshare
PR Agency: Liquid Ideas